Work and Pensions Secretary Iain Duncan Smith has spent more than £8.5 million on an advertising campaign featuring a giant fluffy monster at a time when his department is slashing benefits for Britain’s most vulnerable citizens.

The Department for Work and Pensions (DWP) will launch a costly new television ad on Wednesday night featuring a Disney-like character known as “Workie.”

The purple creature, which is meant to be a “striking physical embodiment of the workplace pension,” is intended to raise awareness about the government’s new workplace pension policy.